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Over the past few years the Block Museum of Art at Northwestern University has consistently presented its audiences with surprising and innovative projects, rooted in original, interdisciplinary research.

The museum’s bold exhibitions and engagement programs stretch across time, geography and fields of study, drawing national awards and media recognition as well as loyal audiences from across the Northwestern campus, the North Shore and Chicago.

As the museum has continued to grow in scope, expanding the range of its free public offerings and the depth of its creative collaborations, the Block embraced the opportunity to reintroduce itself graphically to its visitors.

Seeking to capture the museum’s active, ever-changing nature and spirit of inquiry, the museum refocused its image this fall with a strikingly bold “B,” and a new campaign asking patrons to ponder the question: “What’s inside the Block?”

The answer: “Well, it depends on how you look.”